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Country Report

Direct Selling in Denmark

| Pages: 44

Price: US$900

About this Report

Executive Summary

TRENDS

  • Direct selling experienced a continued decline in 2012. The channel was severely affected by the economic crisis, as Danes cut their spending on non-basic, “nice to have” goods. The channel also faced increasing competition from internet and store-based retailing, which are viewed as more trustworthy and convenient than direct selling. As these rivals adopted an anti-crisis strategy, with frequent discounts and a wider assortment of cheaper products, the position of higher-priced direct selling goods was significantly undermined.

COMPETITIVE LANDSCAPE

  • Direct selling is a highly concentrated channel, with the top five players, namely Tupperware Nordic, Nu Skin Scandinavia, Nature’s Own, Herbalife Denmark and Amway Denmark, accounting for a combined share of 67% in value terms in 2012. In direct selling, well-known and well-trusted brands, as well as large networks of sales agents, are the key success factors which will drive consolidation in this troubled channel. Overall, over the review period the value share of “others” declined from 46% in 2007 to 33% in 2012.

PROSPECTS

  • The reputation of direct selling is likely to further deteriorate over the forecast period, as the mass media continues to search for headline stories about potentially inappropriate practices of the major players in the channel. Lower consumer trust, coupled with feeble economic recovery and the expansion of internet retailing, will result in the continuation of negative trends in direct selling. Nevertheless, selected companies which have gained a positive image through offering high-quality products and exercising honest business methods, such as Tupperware, are likely to sustain their financial performance.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Denmark market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • Who are the leading retailers in Denmark?
  • How important is direct selling in Denmark?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Table of Contents

Direct Selling in Denmark - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CHANNEL INDICATORS

  • Table 1 Direct Selling Agents 2010-2012

CHANNEL DATA

  • Table 2 Direct Selling by Channel: Value 2007-2012
  • Table 3 Direct Selling by Channel: % Value Growth 2007-2012
  • Table 4 Direct Selling Company Shares: % Value 2008-2012
  • Table 5 Direct Selling Brand Shares: % Value 2009-2012
  • Table 6 Direct Selling Forecasts by Channel: Value 2012-2017
  • Table 7 Direct Selling Forecasts by Channel: % Value Growth 2012-2017

Retailing in Denmark - Industry Context

EXECUTIVE SUMMARY

Renewed growth in sales in retailing in Denmark

Internet retailing sees double-digit growth; the focus on m-commerce increases

Non-grocery retailing recovers; grocery retailing is hit by tax increases

Intense competition puts downwards pressure on prices

Sluggish recovery is expected in retailing

KEY TRENDS AND DEVELOPMENTS

Economic conditions

Internet retailing sees steady growth, m-commerce is booming

Higher taxes on groceries fuel cross-border shopping

Strong growth in private label reinforces retailers’ market power

Lifestyle Of Health And Sustainability goes mainstream

The convenience trend shapes new developments in retailing

MARKET INDICATORS

  • Table 8 Employment in Retailing 2007-2012

MARKET DATA

  • Table 9 Sales in Retailing by Channel: Value 2007-2012
  • Table 10 Sales in Retailing by Channel: % Value Growth 2007-2012
  • Table 11 Sales in Store-Based Retailing by Channel: Value 2007-2012
  • Table 12 Store-Based Retailing Outlets by Channel: Units 2007-2012
  • Table 13 Sales in Store-Based Retailing by Channel: % Value Growth 2007-2012
  • Table 14 Store-Based Retailing Outlets by Channel: % Unit Growth 2007-2012
  • Table 15 Sales in Non-store Retailing by Channel: Value 2007-2012
  • Table 16 Sales in Non-store Retailing by Channel: % Value Growth 2007-2012
  • Table 17 Sales in Retailing by Grocery vs Non-Grocery: 2007-2012
  • Table 18 Sales in Non-Grocery Retailers by Channel: Value 2007-2012
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2007-2012
  • Table 20 Sales in Non-Grocery Retailers by Channel: % Value Growth 2007-2012
  • Table 21 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2007-2012
  • Table 22 Retailing Company Shares: % Value 2008-2012
  • Table 23 Retailing Brand Shares: % Value 2009-2012
  • Table 24 Store-Based Retailing Company Shares: % Value 2008-2012
  • Table 25 Store-Based Retailing Brand Shares: % Value 2009-2012
  • Table 26 Store-Based Retailing Brand Shares: Outlets 2009-2012
  • Table 27 Non-store Retailing Company Shares: % Value 2008-2012
  • Table 28 Non-store Retailing Brand Shares: % Value 2009-2012
  • Table 29 Non-Grocery Retailers Company Shares: % Value 2008-2012
  • Table 30 Non-Grocery Retailers Brand Shares: % Value 2009-2012
  • Table 31 Non-Grocery Retailers Brand Shares: Outlets 2009-2012
  • Table 32 Forecast Sales in Retailing by Channel: Value 2012-2017
  • Table 33 Forecast Sales in Retailing by Channel: % Value Growth 2012-2017
  • Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2012-2017
  • Table 35 Forecast Store-Based Retailing Outlets by Channel: Units 2012-2017
  • Table 36 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2012-2017
  • Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2012-2017
  • Table 38 Forecast Sales in Non-store Retailing by Channel: Value 2012-2017
  • Table 39 Forecast Sales in Non-store Retailing by Channel: % Value Growth 2012-2017
  • Table 40 Forecast Sales in Non-Grocery Retailers by Channel: Value 2012-2017
  • Table 41 Forecast Non-Grocery Retailers Outlets by Channel: Units 2012-2017
  • Table 42 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2012-2017
  • Table 43 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2012-2017

APPENDIX

Operating environment

Cash and carry

  • Table 44 Cash and carry: Sales Value 2007-2012
  • Table 45 Cash and carry: Sales by National Brand Owner: Sales Value 2009-2012
  • Table 46 Cash and carry: Number of Outlets by National Brand Owner: 2009-2012

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Direct Selling
    • Beauty and Personal Care Direct Selling
    • Apparel Direct Selling
    • Consumer Electronics and Video Games Hardware Direct Selling
    • Consumer Healthcare Direct Selling
    • Consumer Appliances Direct Selling
    • Home Care Direct Selling
    • Home Improvement and Gardening Direct Selling
    • Furniture and Homewares Direct Selling
    • Media Products Direct Selling
    • Food and Drink Direct Selling
    • Toys and Games Direct Selling
    • Other Direct Selling

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market sizes
  • Company shares
  • Brand shares

Market size details:

  • Retail value retail selling price excl sales tax % growth
  • Retail value retail selling price excl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price excl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax % growth
  • Retail value retail selling price incl sales tax local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price incl sales tax per capita local currency, USD, EUR, GBP, CHF, JPY

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